FROM THE EXPO

Boudy Nasrallah of Beirut based branding consultancy, Wondereight, gets a taste of what’s in store for the F&B and FMCG sectors at this year’s Gulfood in Dubai.

For those of us who closely follow what’s happening in the F&B sector in the Middle East, attending important trade shows like Gulfood 2017 is crucial in keeping on top of how the industry evolves. Whether ‘Japanese deep sea water black garlic’ will be a hit in the snacking isle remains to be seen, but it’s clear that private labelling is going to be the next big thing. Private labelling provides companies in the FMCG sector with an opportunity to create their own brands and build equity around them on the long term. Moreover, globalization of the food and drink sector is creating huge opportunities for brands to enter new markets. Manufacturing plants for copacking are widely available in most parts of the world and you can source any ingredient you wish for, from Chile to Russia. This also allows those venturing into private labels to focus on branding and creative packaging rather than the minutia of product development. Creativity and innovative presentation in the form of visually unusual packaging is a winner – but it is especially important to use tailored packaging: what works in Dubai won't necessarily work in Saudi Arabia. But, globalization also means localization when it comes to gaining traction across multiple markets. One of the most striking features of Gulfood was the number of exciting new flavors and culinary innovations that were on show from F&B businesses – from deep seawater black garlic to single serve luxurious strawberries. There is no doubt that some can become a hit in Arab countries if presented in the right context or by a suitable brand, offering the right consumer experience.